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For the past couple of days we have been looking at how you can get the most out of your event sponsorships. In yesterday’s post, we looked at how a pre-event marketing campaign can build audience and attendee awareness of your event presence.

Now, let’s look at a few ways you can get the most out of your on-site experience.

Additional Sponsorship Opportunities

I have talked about this quite often over the past few days, but for good reason. It is one of the best opportunities for you to create an extraordinary on-site experience.

Additional sponsorship opportunities come in different forms:

Breakout sessions and seminars allow you to address specific topics and pain points of your customer and their industry.

Additional signage throughout the event allows you to direct attendees to your booth.

Invitations to your best customers or prospects.

Additional sponsorships cost you more money, but they also provide you with real opportunities. You are getting the opportunity to be displayed prominently at the event. However, with some sponsorships you have the ability to maximize your on-site lead generation and brand awareness.

Be Part of the Conversation

Most events I have been a part of, whether they are conferences, trade shows, or symposiums, incorporate social media to some extent. More often than not events will even use unique hashtags or groups to make attendees and exhibitors part of an online, social media community.

As a marketer, you can’t afford to miss out on this on this conversation.

Always remember, just because you and all the other attendees and exhibitors were able to make it to the show doesn’t mean everyone could get there. Most likely there is an online audience paying attention to what is happening through social media and online attendance.

For the past couple of days the Commercial Vehicle Outlook Conference (CVOC) has been happening in Dallas, TX. And I have been paying attention through Twitter. While I may not be your target audience, there is a high possibility your prospects and customers are doing exactly the same thing I am.

Finding unique ways to engage both attendees and non-attendees online is important to having a successful on-site experience.

Incorporate Content

Your pre-event campaign can be used to do more than just raise awareness for your upcoming event presence. It can also be used to boost your on-site experience.

For example, you can create exclusive content targeted directly to your best customers and prospects attending the event. As part of your pre-event campaign, you can send a short email or handwritten note explaining they are being given access to exclusive content. The only catch is they have to come by your booth to pick it up.

Content is a unique way to engage attendees most likely to benefit from and purchase your products. It can also be distributed by other means, such as a room drop or in breakout sessions or seminars.

By giving your customers and prospects access to exclusive content, they are more likely to come to your booth and begin a unique conversation.

Building a strong on-site strategy is integral to your event success. Everything you are doing to raise awareness before the event can be rendered null and void if you aren’t creating a great experience. By finding unique ways to engage attendees on-site, you will establish positive relationships with new customers and prospects.